SAN JOSE: Research in Motion (RIM) boss Thorston Heins took to the stage Tuesday in hopes of whipping up support for the company's developer community.
Speaking at the 2012 BlackBerry Jam developer conference in Silicon Valley, Heins said that the company's upcoming platform overhaul would seek to reverse RIM's reputation for being difficult to develop software with.
"We are making believers out of some of those who have always written us off," Heins told attendees.
"We know that the BlackBerry platform was not always the easiest to develop for, but those days are over."
Heins showcased a number of the upcoming features for BlackBerry 10, which the company has designed to provide a greater ease of use and improved navigation and integration features for multiple applications.
The RIM chief executive said that the company was looking to improve security and management functions on the enterprise. The introduction of the BlackBerry Balance system will create separate workspaces for personal content and business files and applications which can be managed by administrators.
For developers, however, the company is focusing the release on the interface and the integration BlackBerry 10 will provide with user data and other applications.
"No one should have to launch one single application, it should just be there wherever you are," Heins argued.
"People in BlackBerry 10 no longer need to worry about what app to launch next, they just flow through those apps seamlessly."
A successful launch for BlackBerry 10 is vital for RIM as a company and the BlackBerry community as a whole. With a string of disappointing market performances dogging the company and a catastrophic service outage fresh on the minds of many, analysts have suggested that RIM finds itself in dire straits and could be the target for an acquisition or a break-up.
Heins, however, continues to express hope that the company will be able to right itself with the new platform.
"There is a new culture at RIM, there is a new energy and there is a fighting spirit in this company," he implored developers.
"We are fighting, join us."
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